TV had ceased to be the center of our attention. It was no longer 'our window on the world. Making a bigger TV, thinner TV or adding more pixels was no longer enough. Other windows had opened: screens that offered a more dynamic experience. Intel made a chip that married the high-resolution entertainment dynamics of Television to the connected world of the internet putting you in control of all your favorite content, all on one screen: Say hello to smart TV.
CHALLENGE
How do you create awareness for a product category that hasn't been launched yet? The objective was to generate awareness and excitement not only for the emerging smart TV category but also for the brand that made it all possible: Intel.
How do you create awareness for a product category that hasn't been launched yet? The objective was to generate awareness and excitement not only for the emerging smart TV category but also for the brand that made it all possible: Intel.
SOLUTION
Since smart TV puts viewers in control of everything they love -no matter if it's TV or web--all on the same screen, we positioned smart TV as your TV. After all, what could be a more powerful headline than your name?
RESULTS
Target audiences in major metropolitan markets across the US were effectively engaged and educated about smart TV through the use of interactive screens. Encouraged to interact, play, share, upload, and customize, audiences in all markets willingly parted with personal information such as email addresses and mobile numbers to take part in a Privacy-conscious era, underscoring the impact this interactive outdoor campaign created.
Campaign takeover of Penn Station, NYC.
